Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/29880
|
| Title: | 與顧客共創價值之新商業模式-以行動通訊產業為例
New Business Model based on Co-Creating Value with Customers -An Example of Mobile Communications Industry |
| Authors: | 林鈺穎
Lin, Yu-Ying |
| Contributors: | 郭更生
黃秉德
Kuo, Geng Sheng
Huang, Ping Der
林鈺穎
Lin, Yu-Ying |
| Keywords: | 共創價值
互動點
關鍵樞紐公司
經驗環境平台
價值轉運機制 |
| Date: | 2005 |
| Issue Date: | 2009-09-11 16:47:05 (UTC+8) |
| Abstract: | 現今企業為因應科技不斷創新及產業結構之快速變動，當顧客需求變動更加快速，且顧客個別需求差異又大時，企業要如何快速因應？本研究探討的主題以顧客導向、顧客關係與共創價值為理論基礎，探討顧客與企業共創價值的新商業模式；並透過行動通訊產業的實務驗證，對顧客與企業共創價值的流程、概念與互動關係進行研究，肯定此新商業模式之價值。研究目的包括：探討企業與顧客共創價值之相關理論、發展企業與顧客共創價值之新商業模式以及藉由行動通訊產業實務驗證此商業模式之價值。
延續共創價值理論、顧客關係管理以及網路外部性與行動通訊價值鏈等前人研究與理論基礎，本研究所提出的新商業模式概念以企業經營利潤的提升為目的，就顧客與企業合作之創價路徑以及時程演進進行探討描述。透過產業研究驗證得到，創價路徑分為價值創造互動點、關鍵樞紐公司、經驗環境平台以及價值轉運機制等四個階段。而時程演進則分為引誘期、維持期、成長期與更新期四個階段。而研究結論包括：此新商業模式創造獨特價值、新商業模式能夠協助企業因應產業變化以及行動通訊產業為新商業模式之應用先驅。建議企業在應用新商業模式上先就企業本身的產業定位及優勢進行全面性檢討，才能夠發揮本身的優勢，以發展平台整合目標資源，透過價值轉運機制即時迅速地提供關鍵顧客獨特價值。
The thesis focuses on new business model based on co-creating value with customers. It provides an overview of distinctive features of the unique value creating by corporate and customer. The specific purposes of the thesis are to define the co-creating value with customers, to develop a new business model based on that, and to enhance the value of the new business model in conjunction with mobile communications industry.
Based on the researches regarding to co-creating value, customer relationship management and network externalities, this thesis analyses the key players and interactions that form part of co-creating value between corporate and customer, providing a foundation for future strategic analysis and drawing on some of the key factors that may influence the take-up of the new business model---including value creating process (value-creating interactive point, key nodal company, experience platform and value-transferring hub) and timeline developing (inducing period, preserving period, growing period, and renewing period)---the thesis also provides predictions regarding the future of industrial applying.
A field experiment was conducted in mobile communications industry. The experiment reveals that the new business model has unique value, the new business model can facilitate the corporate adoption to the variation market and the mobile communications industry is found to be the first mover in terms of the implementation in this new business model. The importance and managerial implications of the new business and follow-up research are also discussed. |
| Reference: | 1. 陳佳賢，「我國行動商務市場發展現況與展望」，MIC情報顧問產業研究報告，民國九十二年三月。
2. 黃怡音，「數位內容市場重要指標分析」，MIC情報顧問產業研究報告，民國九十四年七月。
3. 戚玉樑，李志偉，「以Web Services為基礎建購行動商務加值服務」，第四屆網際網路應用與發展學術研討會，民國九十二年。
4. 財團法人資訊工業策進會資訊市場情報中心，「2005台灣網友線上金融行為分析」，MIC情報顧問產業研究報告，民國九十四年十二月。
5. 財團法人資訊工業策進會資訊市場情報中心，「美國行動通訊服務市場發展分析」，MIC情報顧問產業研究報告，民國九十五年二月。
6. 龔俊霖，「我國網路理財發展現況與趨勢分析」，MIC情報顧問產業研究報告，民國八十九年九月。
7. Anckar, B., D’Incau, D. (2002). Value creation in mobile commerce: findings from a consumer survey. Journal of Information Technology Theory and Application; 2002; 4, 1. pg. 43.
8. Anderson, J., Williams, B. (2004). Unbundling the mobile value chain. Business Strategy Review, Autumn 2004.
9. Anderson, J. L., Jonsson, M. E. (2006). Mobile transitions. Business Strategy Rewiew. Spring 2006.
10. Ansart, S., Chanaron, J. and Duymedjian, R.(2006). Co-production of the car as ‘service’: involving customers in the value chain. International Journal of Automotive Technology and Management. Milton Keynes: 2006. Vol. 6, Iss 1, p.45.
11. Arthur, W. B. (1996), Increasing Returns and the New World of Business. Harvard Business Review, 74(4), pp100-109.
12. Babbie, E. (1998). The practice of social research. Belmont, CA: Wadsworth Publishing.
13. Barnes, S. J. (2002). The mobile commerce value chain: analysis and future developments. International Journal of Information Management, 22, pp99-108.
14. Bendapudi, N., Lenoe, R. (2003). Psychological implications of customer participation in co-production. Journal of Marketing. Chicago: Jan 2003. Vol.67, Iss 1, p.14.
15. Bo, E, Johnston, R..(2005). Coreating customer value through hyperreality in the prepurchase service experience. Journal of Service Research: JSR. 2005. Vol. 8, Iss 2, p. 149.
16. Bowry. K. (1995). Value of mobile. Telecommunications, Apr 29,4. pg.72.
17. Bowry, K. (1995). The role of value-added services for mobile communications. Telecommunications, Jul 29,7. pg.48.
18. Camarero, C., Jose, R. and Rodriguez, S. (2006). Customers’ perception of value in financial services relationships: a Spanish case. Journal of International Consumer Marketing. Vol. 19, Iss. 1, p.63.
19. Chatterjee, S. (2004). Introduction—network convergence: issues, trends and future. Information System Frontiers, Sep 2004; 6, 3.pg. 183.
20. Cooper, D. R. and Emory C. W. (1995), Business Research Methods, 5thed., Richard D. Irwin.
21. Corsini, S. (2004). The future of competition. Training, Aug 2004; 41, 8.
22. Donegan, M. P. (2000). Whose kingdom is it? Telecommunications, Jul 2000; 34, 7. pg. 57.
23. Drucker, D. J.(2005). Virtual office tools for a high-margin practice. National Underwriter. Life & Health; Jul 4-11, 2005; 109, 26. pg. 22.
24. Farrell, J., G. Saloner. (1986). Installed Base and Compatibility: Innovation, Product Preannouncements, and Predation. The American Economic Review, 76(5), pp. 940-955.
25. Feldmann, V. (2002). Competitive strategy for media companies in the mobile internet. Schmalenbach Business Review. Vol. 4, October 2002, pp. 351-371.
26. Fest, G. (2006). Telecom expense management: Call forwarding to outside operators; Challenged with managing voice, data and wireless services, BancorpSouth handed telecom billing and procurement to an outsider. Bank Technology News. New York; Mar 1, 2006. Vol. 19, Iss. 3; pg. 32.
27. Ginovsky, J. (2003). The totally connected future. ABA Bankers News. Sep 16, 2003; 11, 19. pg. 8.
28. Griffin,J..(1995). "Complaints as Loyalty Builders", The Selling Advantage, September 1995.
29. Horton, C. (2001). Take it to the bank. Mobile Communications International. February 1, 2001., Iss. 78; pg.1.
30. Kalakota, R. & Robinson, M. (1999). e-Business Roadmap for success. Sydney: Addision Wesley.
31. Kalakota, R., and M. Robinson, M-Business: The Race to Mobility, McGraw-Hill, New York, 2001.
32. Katz, M., C. Shapiro. (1985). Network Externalities, Competition, and Compatibility. The American Economic Review, 75, 424-40.
33. King, D. R., Covin, J. G.. and Hegarty, W. H. (2003). Complementary resources and the exploitation of technological innovations. Journal of Management 2003 29(4) 589-606.
34. Kountz, E.(2003). Mobile gaming market needs winner in payment space. Wireless Data News. Potomac: Mar 12, 2003. pg.1.
35. Lichtenstein, D. R., Netemeyer, R. G. & Burton, S. (1990). Distinguishing Coupon Proneness from Value Consciousness: An Acquisition-Transaction Utility Theory Perspective. Journal of Marketing, 54(July), 54-67.
36. Linsalata, D., Slawsby, A.(2005). Addressing growing handset complexity with software solutions. IDC Research.
37. Liu, A.H.. (2006). Customer value and switching costs in business services: developing exit barriers through strategic value management. Journal of Business & Industrial Marketing. 21/1, p30-37.
38. Liu, Chu-Mei. The effects of promotional activities on brand decision in the cellular telephone industry. The Journal of Product and Brand management, 2002; 11, 1.
39. Makaki, T., Hiroaki, M. and Mituo K. (2005). A consumer-based model of competitive diffusion: the multiplicative effects of global and local network externalities. Journal of Evolutionary Economics. Aug 2005. Vol. 15, Iss. 3, pg. 273.
40. Macinnes, I., Moneta, J., Caraballo, J. and Sarni, D. (2002). Business models for mobile content: the case of m-games. Electronic Markets Vol. 12 No. 4.
41. Mallat, N., Rossi, M. and Tuunainen, V. K. (2004). Mobile banking services. Communications of The ACM. May 2004, Vol. 47, No. 5.
42. Matthing, J., Sanden, Bodil and Edvardsson, B. (2004). New service development: learning from and with customer. International Journal of Service Industry Management, 2004; 15, 5. pg. 479.
43. Mascarenhas, O. A., Kesavan, R., Bernacchi, M. (2004). Customer value-chain involvement for co-creation customer delight. The Journal of Consumer Marketing; 2004; 21, 7. pg. 486.
44. Miteko,T.(2006). Driving value from every online customer interaction: the power of intent-driven personalization. Customer Interaction Solutions, Feb 2006,24,8, p.38.
45. Normann, R. & Ramirez, R. (1993). From Value Chain to Value Constellation: Designing Interactive Strategy. Harvard Business Review, 71(4).
46. Peppers, D., Rogers, M. and Dorf, B. (1999). Is your company ready for one-to-one marketing. Harvard Business Review, pp.151-160,1999.1.
47. Peterson, R. A., Jarvenpaa, S. L.(2002). Exploring the implications of m-commerce for markets andmarketing. Academy of Marketing Science. Journal, Fall 2002; 30, 4. pg. 348.
48. Porter, Michael E. (1985): Competitive advantage: creating and sustaining superior performance. Free press, New York.
49. Prahalad, C. K., Ramaswamy, V. (2000). Co-opting Customer Competence. Harvard Business Review, Jan/Feb 2000, pp. 79.
50. Prahalad, C. K., Ramaswamy, V. (2004). Co-creation experiences: the next practice in value creation. Journal of Interactive Marketing, Summer 2004;18, 3.
51. Prahalad, C. K., Powell, S. (2004). The concept of co-creation. Strategic Direction, Nov/Dec 2004; 20, 11. pg. 25.
52. Prahalad, C. K., Powell, S. (2004). The future of competition: Co-creating unique value with customers. Harvard Business School Press Boston, Massachusetts.
53. Ramirez, R., (1999), “Value co-production: intellectual origins and implications for practice and research”, Strategic Management Journal, Vol. 20, pp. 49-65.
54. Roest, J. (2004). Are you content with your content? Telecommunications International, Sep 2004; 38, 9. pg.58.
55. Sabat, H. K. (2003). Delivering mobile wireless value through the evolving value chain. IIMB Management Review, March 2003.
56. Sabat, H. K. (2004). Mobile virtual network operators drive scale and scope economies. IIMB Management Review, June 2004.
57. Shankar, S. J. (2006). Band of brothers make it good. Malaysian Business. Jan 1, 2006. pg. 07.
58. Shapiro, C., H. R. Varian. (1998). Information Rules: A Strategic Guide to the Network Economy, Harvard Business School Press.
59. Simms, M. (2000). U.S. plays catch-up with Europe in WAP mobile phones for financial services. Wall Street & Technology; Apr 2000; 18, 4. pg. 16.
60. Sultan, F. (2005). The coming era of “brand in the hand” marketing. MIT Sloan Management Review. Fall 2005 Vol.47 No.1.
61. Suoranta, M., Mattila, M. (2004). Mobile banking and consumer behavior: new insights into the diffusion pattern. Journal of Financial Services Marketing; Jun 2004; 8, 4. pg. 354.
62. Vittet-Philippe, P. and J.M. Navarro, Mobile E-Business (M-Commerce): State of Play and Implications for European Enterprise Policy. European Commission Enterprise Directorate-General E-Business Report, No.3, December 6,2000.
63. Watson, R. T., Pitt, L. F., Berthon, P. and Zinkhan, G.. M. (2002). U-commerce: expanding the universe of marketing. Academy of Marketing Science. Journal, Fall 2003; 30, 4.
64. Wayland, R. E. and Cole, P. M. (1997). Customer connections: new strategies for growth. Harvard Business School Press.
65. Woodside, A.G. and Biemans, W., (2005). Managing relationships, networks, and complexity in innovation, diffusion, and adoption processes. Journal of Business & Industrial Marketing, 20/7 p.335-338. |
| Description: | 碩士
國立政治大學
企業管理研究所
93355069
94 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0093355069 |
| Data Type: | thesis |
| Appears in Collections: | [企業管理學系] 學位論文
|
Files in This Item:
| File |
Size | Format | |
|---|
| index.html | 0Kb | HTML2 | 225 | View/Open |
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
